Raising the Influence of New Media in Instilling Political Efficacy amongst Youth

Qurrat-Ul-Ann Malik Malik; Masrur Alam Khan

Qurrat-Ul-Ann Malik Malik
Masrur Alam Khan

Abstract

The aim of the research was to find out the role that new media is playing in creating political efficacy amongst the youth in Pakistan. Political efficacy is the belief on the part of an individual that he can play an important and integral role in the political processes. Campbell, Gurin & Miller (1954) presented the idea of political efficacy as a feeling that individual political actions can have an impact on the overall political processes. In this regard, the individual citizen becomes an important entity who has a strong faith in his position and significance in the political processes. Later studies showed that the original idea of political efficacy actually comprised two separate elements internal efficacy and external efficacy. The present research looked at the various factors which influence internal efficacy like knowledge, discussion and participation.

Author Biographies

Qurrat-Ul-Ann Malik Malik

Q A Malik is Research Associate, Department of Media and Communication Studies, International Islamic University Islamabad.

Masrur Alam Khan

Masrur Alam Khan is Professor, Head of Department, Department of Mass Communication, NUST Business School, National University of Science and Technology, Islamabad. He has the honor to be the pioneer of Department of Journalism and Mass Communication (1974) and Chairman of the department beside Head, Mass Communication Research Centre, Gomal University, Pakistan. Dr Khan holds Masters in Journalism with distinction and received his doctorate in Communication from the University of the Philippines Systems in 1990. He was honoured with the Fullbright Post-doctorate Research Fellowship Aware in 1995-96. Masrur Alam Khan is Professor, Head of Department, Department of Mass Communication, NUST Business School, National University of Science and Technology, Islamabad. He has the honor to be the pioneer of Department of Journalism and Mass Communication (1974) and Chairman of the department beside Head, Mass Communication Research Centre, Gomal University, Pakistan. Dr Khan holds Masters in Journalism with distinction and received his doctorate in Communication from the University of the Philippines Systems in 1990. He was honoured with the Fullbright Post-doctorate Research Fellowship Aware in 1995-96.